Crafting and Producing Music: A Comprehensive Guide
In the world of music, the journey from creation to the final release of a track involves several crucial stages. In this article, we’ll explore the key elements of crafting and promoting music, providing insights into each step of the process. Let’s dive in.
1. Song Creation and Musical Artistry
The journey begins with the creative spark when artists shape their musical work. This is the moment when the song is born, the lyrics are penned, and the melodies take shape. It’s the artist’s opportunity to weave a unique musical narrative.
2. Production: Giving Life to Sound
Production takes the musical creation and transforms it into a tangible recording. At this stage, a producer steps in to bring the sounds to life. The producer manages the means of production, overseeing the album or single recording process. They become the owner of the project and receive earnings from its sales. In cases where the artist and the producer are the same, they reap these rewards. Additionally, after the producer is compensated, they allocate royalties to the artist.
3. Music Publishing: Maximizing Reach and Revenue
Music publishers play a significant role in the journey of a musical work. Their purpose is to generate revenue and exercise control over the work. They seek to extend its reach as far as possible, securing placements in radio, films, TV shows, and commercials. This broad exposure helps artists in popularizing their music. In exchange for their efforts, publishers receive a percentage of the copyright’s earnings, which can be as high as 50%.
4. Strategic Marketing
Effective marketing is the bridge connecting producers with consumers. It encompasses various elements such as the creation of music videos, designing album covers, and merchandising. Music labels often take charge of this phase, associating products with their images and supporting musical projects in the market. Labels may even guide the artist’s artistic direction. The success of this marketing phase is pivotal in determining the commercial success of the project.
5. Music Distribution: The Changing Landscape
The landscape of music distribution has undergone significant evolution over the last two decades. The internet and streaming services have drastically reduced distribution costs and barriers to entry. Services like CD Baby, initially focused on large-scale physical record distribution and later on streaming platforms, have empowered all artists to distribute their music internationally at minimal cost. While distributors do take a percentage of the artist’s sales, today’s options like TuneCore and Distrokid allow artists to retain 100% of their royalties.
6. Music Promotion: Shining in the Spotlight
The final step, and arguably the most crucial, is music promotion. This step is all about gaining visibility and increasing sales and streams. It involves contacting various media channels, such as TV, radio, print, and online press. Artists also aim to secure placements on playlists and gain prominence on social networks. The objective is to have the music shared and broadcast as widely as possible.
The good news is that today, artists can manage music promotion themselves. Platforms like Groover have simplified this process, enabling artists to directly engage with media, playlists, radios, and music professionals, with a guaranteed response in under seven days.
As artists advance in their careers and acquire more resources, they may choose to work with a PR representative, especially after signing with a label. This additional support can further enhance their promotional efforts.
The journey from music creation to promotion is multifaceted and continually evolving. Each phase plays a vital role in shaping an artist’s musical career, and with the right strategies and resources, musicians can navigate this path to success.